Betfred back at Ascot after deal to run on-course shops

Betfred are the new face of the two on-course betting shops at Ascot after signing a three-year deal, taking over from the West Country independent Winning Post, who stepped in five years ago.

Fred Done's firm, who largely ceased sponsoring in July 2018 when their pool licence ended, will now be supporting the heritage handicap at the Summer Mile meeting on July 13. They are also official betting partners of the Dubai Duty Free Shergar Cup, which takes place on August 10.

After July last year, deregulation saw racecourses launch their own on-course pool betting which prompted Done to pull his firm's presence at the tracks, except at Betfred-owned Chelmsford City, and a race-sponsorship portfolio of around £6m.

However, Done has been involved with Ascot through his Totepool subsidiary after they became partners in the royal racecourse's pool betting start-up Bet With Ascot, which launched last year. Totepool are also sponsors of the track's Saturday feature, the Victoria Cup.

Done said on Thursday: "I'm delighted to have agreed a deal to become the official bookmaker of Ascot and Royal Ascot and to see the Betfred brand back on the racecourse.

"I will be offering Ascot punters the terrific value and bonuses available in all of our high street shops and look forward to welcoming you to the newly refurbished Betfred shops."

Fred Done: 'delighted' to have agreed a deal with AscotCredit: Edward Whitaker

Guy Henderson, Ascot's chief executive, said: "We welcome this further strengthening of ties with Betfred, following the launch of Bet With Ascot last year in partnership with Totepool.

"Our thanks go to Roy Holbrook and Winning Post Bookmakers for all their support in their tenure as our on-course betting shop provider."

Holbrook, whose business has expanded to ten shops in the Bristol and Wells area, was philosophical about his Ascot adventure ending after five years.

The firm's founder, who has also taken over Cheltenham's Centaur Centre betting shop from Ladbrokes, said: "It was a wonderful experience and put Winning Post on the map.

"It was always exciting and sometimes scary. I remember our first Royal Ascot when we lost £100,000, mainly down to Kingman, who we laid two £10,000 bets for at evens and 10-11.

"Royal Ascot was different from anything else, taking £1,000 bets, £500 trebles, mostly on either Ryan Moore or Frankie Dettori's mounts, so if they had a good day it would be bad for us.

"We were taking 3,000 bets a day and had bets which would be hitting our £250,000 payout limit with £100 Lucky 31s.

"Fred can do more sponsorship than we can afford, but we will miss everyone at Ascot, who were so welcoming, and we have had lots of emails and letter saying they were sorry to see us go," added Holbrook, whose team worked at Ascot for the final time at the last jumps meeting of the season in March.

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